摘要

隨著現(xiàn)代信息化技術(shù)的高速發(fā)展，民眾的傳統(tǒng)生活方式發(fā)生了重大轉(zhuǎn)變，進(jìn)而對(duì)于傳統(tǒng)行業(yè)的營(yíng)銷手段以及方式也提出了新的要求以及挑戰(zhàn)。就我國(guó)商業(yè)銀行為例，在信息化高速發(fā)展的今天，通過網(wǎng)絡(luò)業(yè)務(wù)的方式開設(shè)，我國(guó)商業(yè)銀行能夠有效的降低在客戶服務(wù)過程中的運(yùn)營(yíng)成本，如何有效的通過網(wǎng)絡(luò)業(yè)務(wù)的開展，強(qiáng)化商業(yè)銀行市場(chǎng)競(jìng)爭(zhēng)力以及服務(wù)質(zhì)量、效率的提升成為了制約當(dāng)代商業(yè)銀行網(wǎng)絡(luò)業(yè)務(wù)發(fā)展的關(guān)鍵。
網(wǎng)絡(luò)業(yè)務(wù)營(yíng)銷是今后商業(yè)銀行的重要營(yíng)銷方式，同時(shí)也是今后商業(yè)銀行競(jìng)爭(zhēng)的重要戰(zhàn)略市場(chǎng)體現(xiàn)，在優(yōu)化自身網(wǎng)絡(luò)業(yè)務(wù)營(yíng)銷策略推行的過程中，商業(yè)銀行必須優(yōu)化以網(wǎng)絡(luò)業(yè)務(wù)營(yíng)銷基礎(chǔ)平臺(tái)為依托，同時(shí)結(jié)合現(xiàn)代客戶的需求轉(zhuǎn)變點(diǎn)為基礎(chǔ)，通過針對(duì)化的策略制定，進(jìn)而推動(dòng)最終網(wǎng)絡(luò)業(yè)務(wù)營(yíng)銷策略最終的成效提升。
在本文的研究中，本文主要以我國(guó)華夏銀行的網(wǎng)絡(luò)業(yè)務(wù)營(yíng)銷開展現(xiàn)狀為例進(jìn)行，通過以相關(guān)理論基礎(chǔ)作為指導(dǎo)原則，同時(shí)結(jié)合當(dāng)我國(guó)商業(yè)銀行網(wǎng)絡(luò)業(yè)務(wù)營(yíng)銷現(xiàn)狀為基礎(chǔ)，對(duì)于華夏銀行的網(wǎng)絡(luò)業(yè)務(wù)營(yíng)銷策略現(xiàn)狀進(jìn)行綜合性的評(píng)述，在進(jìn)一步的分析中找出華夏銀行網(wǎng)絡(luò)業(yè)務(wù)營(yíng)銷策略中存在的不足，同時(shí)結(jié)合華夏銀行網(wǎng)絡(luò)業(yè)務(wù)的SWOT分析，進(jìn)一步為華夏銀行的網(wǎng)絡(luò)業(yè)務(wù)營(yíng)銷策略優(yōu)化提供可靠的參考。本文通過對(duì)于華夏銀行的網(wǎng)絡(luò)業(yè)務(wù)營(yíng)銷策略現(xiàn)狀分析，以及優(yōu)化策略的提出，不僅能夠有效的推動(dòng)華夏銀行的網(wǎng)絡(luò)業(yè)務(wù)營(yíng)銷現(xiàn)狀優(yōu)化，同時(shí)也能夠?yàn)槠渌虡I(yè)銀行的網(wǎng)絡(luò)業(yè)務(wù)營(yíng)銷策略制定以及優(yōu)化提供參考。
關(guān)鍵詞：華夏銀行；網(wǎng)絡(luò)業(yè)務(wù)；營(yíng)銷策略
 
Abstract

With the rapid development of modern information technology, people's traditional way of life has changed greatly, and it also puts forward new requirements and challenges for the traditional industry marketing tools and methods. As an example, in the development of information technology, the commercial banks can effectively reduce the operating costs in the process of customer service. How to strengthen the market competition ability and service quality and efficiency of the commercial banks is the key to the development of modern commercial banks.
Network business marketing is an important marketing way of commercial banks in the future, and it is also an important strategic market for commercial banks. In the process of optimizing its network business marketing strategy, commercial banks must optimize the basic platform of network business marketing, and combine the needs of modern customers.
In this paper, we take the Internet business marketing of China as an example, through the relevant theoretical basis as the guiding principle, and combined with China's commercial banking network marketing present situation as a foundation, the Chinese bank's network marketing strategy status quo of comprehensive review, in the further analysis to find out the shortcomings of China's banking network business marketing strategy, and combined with the SWOT analysis of China's banking network business, and further to provide a reliable reference for the Chinese bank's online business marketing strategy optimization. This paper analyzes the status quo of China's Bank's network marketing strategy, as well as the proposed optimization strategy, not only can effectively promote the Chinese bank's network business marketing status quo optimization, but also to other commercial banks to develop the network marketing strategy, and provide a reference.
Key words: Huaxia Bank; Internet business; marketing strategy
 
目錄
1 緒論 1
1.1 研究背景 1
1.2 研究目的及意義 1
1.3 研究方法 2
1.4 研究?jī)?nèi)容 3
2 基礎(chǔ)概念及理論 4
2.1 基礎(chǔ)概念 4
2.1.1 電子銀行 4
2.1.2 網(wǎng)上銀行 4
2.2 營(yíng)銷組合理論 5
2.3 服務(wù)營(yíng)銷理論 5
2.4 銀行服務(wù)營(yíng)銷理論 6
2.5 SWOT分析法 6
3 華夏銀行網(wǎng)絡(luò)業(yè)務(wù)營(yíng)銷現(xiàn)狀分析 8
3.1 華夏銀行概況 8
3.2華夏銀行業(yè)務(wù)概況 9
3.3 華夏銀行網(wǎng)絡(luò)業(yè)務(wù)營(yíng)銷現(xiàn)狀問題 10
3.3.1 網(wǎng)絡(luò)業(yè)務(wù)產(chǎn)品競(jìng)爭(zhēng)力較低 10
3.3.2 不良價(jià)格競(jìng)爭(zhēng)嚴(yán)重 11
3.3.3 渠道模式較為單一 12
3.3.4 促銷活動(dòng)實(shí)際影響度不高 12
3.4 原因分析 13
3.4.1 網(wǎng)絡(luò)業(yè)務(wù)產(chǎn)品創(chuàng)新力不足 13
3.4.2 營(yíng)銷機(jī)制不足 14
3.4.3 缺乏長(zhǎng)遠(yuǎn)規(guī)劃 14
3.4.4 品牌形象缺乏建設(shè) 15
4 華夏銀行網(wǎng)絡(luò)業(yè)務(wù)市場(chǎng)環(huán)境分析 16
4.1 銀行網(wǎng)絡(luò)業(yè)務(wù)發(fā)展前景 16
4.2 競(jìng)爭(zhēng)者分析 18
4.3 華夏銀行網(wǎng)絡(luò)業(yè)務(wù)SWOT分析 20
4.3.1優(yōu)勢(shì)分析 20
4.3.2劣勢(shì)分析 21
4.3.3機(jī)會(huì)分析 21
4.3.4威脅分析 22
5 華夏銀行網(wǎng)絡(luò)業(yè)務(wù)營(yíng)銷策略優(yōu)化建議 23
5.1 優(yōu)化原則 23
5.2 優(yōu)化目標(biāo) 24
5.3 優(yōu)化策略 24
5.3.1 產(chǎn)品策略 24
5.3.2 價(jià)格策略 26
5.3.3 渠道策略 28
5.3.4 促銷策略 29
5.4 保障措施 31
5.4.1 營(yíng)銷管理模式優(yōu)化 31
5.4.2 配套人才及制度體系構(gòu)建 32
5.4.3 網(wǎng)絡(luò)業(yè)務(wù)營(yíng)銷風(fēng)險(xiǎn)管理 34
5.4.4 品牌規(guī)劃管理 35
5.4.5 服務(wù)營(yíng)銷優(yōu)化 37
6 結(jié)論與展望 38
參考文獻(xiàn) 40
致謝 42

contents
1 Introduction 1
1.1 research background 1
1.2 research purpose and significance 1
1.3 research methods 2
1.4 research content 3
2 basic concepts and theories 4
2.1 basic concepts 4
2.1.1 electronic bank 4
2.1.2 online banking 4
2.2 marketing mix theory 5
2.3 service marketing theory 5
2.4 banking service marketing theory 6
2.5 SWOT analysis method 6
3 Analysis of the current situation of the network business marketing of Huaxia Bank 8
3.1 Huaxia Bank profile 8
3.2 Huaxia bank business profile 9
3.3 the marketing situation of Huaxia Bank Network Service 10
3.3.1 network business product competitiveness is low 10
3.3.2 bad price competition is serious 11
3.3.3 channel mode is relatively single 12
3.3.4 promotions actual influence degree is not high 12
3.4 reason analysis 13
3.4.1 network business product innovation is insufficient 13
3.4.2 marketing mechanism is insufficient 14
3.4.3 lack of long-term planning 14
3.4.4 lack of brand image building 15
4 Huaxia bank network business market environment analysis 16
4.1 banking network business development prospects 16
4.2 competitor analysis 18
4.3 Huaxia bank network business SWOT analysis 20
4.3.1 advantage analysis 20
4.3.2 disadvantage analysis 20
4.3.3 opportunity analysis 21
4.3.4 threat analysis 21
5 Huaxia bank network marketing strategy optimization 23
5.1 optimization principle 23
5.2 optimization objectives 24
5.3 optimization strategy 24
5.3.1 product strategy 24
5.3.2 pricing strategy 26
5.3.3 channel strategy 28
5.3.4 promotion strategy 29
5.4 safeguard measures 31
5.4.1 marketing management mode optimization 31
5.4.2 matching talent and system construction 32
5.4.3 network business marketing risk management 34
5.4.4 brand planning and management 35
5.4.5 service marketing optimization 37
6 conclusions and Outlook 38
reference 40
thanks 42

1 緒論

1.1 研究背景
網(wǎng)絡(luò)業(yè)務(wù)主要展現(xiàn)為電子銀行以及網(wǎng)上銀行，其誕生以及發(fā)展的基礎(chǔ)是介于當(dāng)代信息技術(shù)的高速發(fā)展，結(jié)合現(xiàn)代國(guó)民經(jīng)濟(jì)以及民均收入的穩(wěn)步提升；同時(shí)網(wǎng)絡(luò)交易的低成本、響應(yīng)速度快以及受局限性條件少等方面因素成為了推動(dòng)現(xiàn)代網(wǎng)絡(luò)交易的發(fā)展，以及民眾對(duì)其的推崇度上升趨勢(shì)。商業(yè)銀行在逐步的發(fā)展過程中，順應(yīng)現(xiàn)代網(wǎng)絡(luò)交易浪潮，通過自身網(wǎng)絡(luò)業(yè)務(wù)的推出以及對(duì)外營(yíng)銷活動(dòng)開展，進(jìn)一步強(qiáng)化自身服務(wù)創(chuàng)新；通過網(wǎng)絡(luò)業(yè)務(wù)的推出，商業(yè)銀行的傳統(tǒng)業(yè)務(wù)結(jié)構(gòu)得以有效的時(shí)間縮短、成本降低以及交易的靈活性提升。
就目前我國(guó)商業(yè)銀行的網(wǎng)絡(luò)業(yè)務(wù)發(fā)展現(xiàn)狀來看，多數(shù)的銀行都已經(jīng)推出自身的網(wǎng)站，同時(shí)積極開展自身的網(wǎng)絡(luò)業(yè)務(wù)營(yíng)銷；我國(guó)商業(yè)銀行的網(wǎng)絡(luò)業(yè)務(wù)起步較發(fā)達(dá)國(guó)家較晚，，在發(fā)展的過程中由于實(shí)際經(jīng)驗(yàn)的不足，進(jìn)而也存在著較多的問題，有待于通過進(jìn)一步的實(shí)踐活動(dòng)進(jìn)行補(bǔ)充以及完善。伴隨著未來電子商務(wù)的高速發(fā)展，我國(guó)銀行網(wǎng)絡(luò)業(yè)務(wù)勢(shì)必會(huì)呈現(xiàn)出較高的發(fā)展勢(shì)頭以及巨大的發(fā)展?jié)摿�；但由于相關(guān)技術(shù)以及現(xiàn)實(shí)方面因素的限制，我國(guó)多家商業(yè)銀行通過自身安全軟件的推出，還是有多數(shù)的網(wǎng)民在銀行網(wǎng)絡(luò)業(yè)務(wù)的使用過程中出現(xiàn)盜號(hào)的現(xiàn)象，進(jìn)而可以看出我國(guó)網(wǎng)絡(luò)安全問題熱不容樂觀，同時(shí)也嚴(yán)重的影響了網(wǎng)民對(duì)于銀行網(wǎng)絡(luò)業(yè)務(wù)的信任度。同時(shí)從客戶群體的現(xiàn)狀上來說，習(xí)慣使用網(wǎng)絡(luò)技術(shù)的人群屬于年輕人群，其收入水平也正在逐步的攀升，同時(shí)也是未來商業(yè)銀行未來重點(diǎn)搶占的客戶資源。

6 結(jié)論與展望

現(xiàn)代信息化技術(shù)的高速發(fā)展以及國(guó)內(nèi)網(wǎng)絡(luò)購(gòu)物平臺(tái)的興起，極大的推動(dòng)商業(yè)銀行網(wǎng)絡(luò)業(yè)務(wù)的發(fā)展，同時(shí)也進(jìn)一步強(qiáng)化了民眾對(duì)于網(wǎng)絡(luò)金融平臺(tái)的認(rèn)識(shí)優(yōu)化，就本文的研究而言，本文通過以華夏銀行網(wǎng)絡(luò)業(yè)務(wù)營(yíng)銷現(xiàn)狀為研究視角，通過對(duì)其網(wǎng)絡(luò)業(yè)務(wù)的營(yíng)銷現(xiàn)狀問題分析，進(jìn)一步提出了對(duì)應(yīng)的優(yōu)化策略，旨在優(yōu)化推動(dòng)華夏銀行網(wǎng)絡(luò)業(yè)務(wù)的優(yōu)化發(fā)展，同時(shí)也為我國(guó)其他商業(yè)銀行的網(wǎng)絡(luò)業(yè)務(wù)發(fā)展提供一個(gè)良好的參考。就本文的研究，筆者通過研究主要得出以下方面的結(jié)論：

本文編號(hào)：169327